mobile phone token does not get replaced.

I am using this module in conjunction with smsframework.

I have a custom entity and an addressfield ( field_address ) attached to it. the use case is that I want to send an sms to a use whenever an entity is created.
The rule is as follows :

{ "after_saving_entity_notify_user" : {
    "LABEL" : "after saving entity, notify user",
    "PLUGIN" : "reaction rule",
    "OWNER" : "rules",
    "REQUIRES" : [ "rules", "sms", "data_entity" ],
    "ON" : { "data_entity_insert" : [] },
    "DO" : [
      { "sms_send" : {
          "to" : "[data-entity:field_address:mobile-number]",
          "message" : "[data-entity:field-address:name_line], ..."
        }
      }
    ]
  }
}

The token replacement for the mobile number does not happen whereas the token replacement for the name line works.